In the first part of this marketing campaign for Heineken, volunteers willing to engage in a little spontaneity at New York’s JFK airport
were able to swap their original ticket for one to a random destination chosen by pressing a button. The campaign generated a
strong response on social media channels, and is now being continued here.

Nir Refuah: “Very smart social media extension to Heineken’s ‘Departure Roulette’ campaign. In this online stunt,
Heineken tracked tweets discussing their roulette, and surprised users by bringing the roulette to their home/
office. Just another good example of how social media should be used.”